The advertising campaign takes a light-hearted approach to the different forms of love — love at first sight, true love, the power of love — and how each finds fulfillment in Chrysler vehicles adorned with the brand's distinctive winged badge logo.
The "Drive=Love" campaign breaks September 10 with two spots on Monday Night Football and the Latin Grammy Awards on September 11. Following are descriptions of each commercial:
"Family Album" — A 60- and 30-second spot that features the full line of Chrysler vehicles. It tells of the passion that Chrysler Group engineers put into every Chrysler vehicle from concept to the finished product. The story is told through one engineer as he goes through the vehicle creation process. The process begins with him sketching out a new car on a napkin during a dinner party, followed by a series of product development events, ending with the Chrysler family of vehicles leaving the factory. At that point, the engineer has the look of any parent who's child has left home for the first time — proud yet sad. Says the voice-over: "When you put passion in everything you build, it's hard to just let go." The engineer is comforted by a co-worker who says, "It's OK. They're all going to good homes."
"Boy Meets Girl" — This is a 30-second spot. An attractive young man is behind the wheel of a Chrysler PT Cruiser, the icon of the Chrysler brand. Next to him is an equally attractive young woman. Upon arriving at her place they passionately embrace at the front door, but the young woman really has her eye on something else. So she lifts the keys from her date's pocket and drives off in the Chrysler PT Cruiser, the real source of her passion.